BEHIND THE STRATEGY

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Former political radical Khehla Mthembu has turned his attention to marketing Pepsi in the new South Africa as a means of bringing black empowerment to the country. The chairman-ceo of New Age Beverages has a goal of attaining a 40% share of a soft drink market dominated by rival Coca-Cola and plans to make Pepsi the choice of a new black generation. Among his plans: Black distributors, local manufacturing to create new jobs and ads showing black diversity. He's also enlisted the help of international superstar singer Whitney Houston.
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